Valleywag
In the television business, most advertising is traditionally sold a year ahead of time, by a time-honored mechanism known as the upfront market. Randy Falco, the email-hating TV executive recently tapped to revitalize Time Warner's AOL internet portal, was surprised that the internet ad business doesn't work the same way. A correspondent witnessed Falco's debut at AOL's Dulles HQ: He was only around for the one day, but still no email address. Apparently does not understand the advertising model here and doesn't understand what dynamic ad pricing is. His comment was that it sounded insane to have anyone but finance set the ad prices.
Internet advertising is 'insane'
In the television business, most advertising is traditionally sold a year ahead of time, by a time-honored mechanism known as the upfront market. Randy Falco, the email-hating TV executive recently tapped to revitalize Time Warner's AOL internet portal, was surprised that the internet ad business doesn't work the same way. A correspondent witnessed Falco's debut at AOL's Dulles HQ: He was only around for the one day, but still no email address. Apparently does not understand the advertising model here and doesn't understand what dynamic ad pricing is. His comment was that it sounded insane to have anyone but finance set the ad prices.
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10:14 AM on Thu Nov 30 2006
By Nick Denton
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9 comments
Comments
This is gonna be fun... please continue to cover in depth the adventures of this guy. I think we're in for an hilarious ride.
I'm sure he's a quick study, though, and when he walks away in 20 months with an eight figure package, some lackey'll be saying, "but he GOT the Internet!"
Who knew someone could outshine Lloyd Braun.
Is it just me or does anyone else think he might be Ted Stevens' nephew?
Falco should go spend some quality time at Advertising.com (a subsidiary of AOL LLC), down Baltimore way...
I also vote for more coverage of this dude and his interesting sayings.
As long as I get tips on Falco, I'll post them...
Falco is going to get so sick of suburban Virginia, where the Best Western in Reston and the Applebee's in Chantilly are "happenin' spots", that he will just simply shut down AOL. Some clown suggested he visit advertising.com, but my friends, that sweat shop is in BALTIMORE...Falco knows that The Wire on HBO is filmed on the "mean streets" of that city so he won't even think of visiting...
Big layoffs at AOL next week and supposedly, a reshuffling of all the executives right after Christmas. Apparently, Falco sits in his office all day and talks to no one, except at lunchtime, when he and COO Ron Grant make an appearance at one of the cafeterias.
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